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一个国家的国家品牌对旅游产业起着决定性作用。本研究的主要目的是为了提高韩国在旅游产业的国家品牌竞争力,并研究出相对的科学有效的国际品牌管理方法。为此,本研究以布鲁姆咨询公司(Bloom Consulting)对国家品牌评价的大数据分析结果为中心,分析了有关韩国旅游产业的情况。最后,本文提议借鉴本研究的分析结果,各国应从以旅游资源为中心的传统发展模式转为以本国具有竞争力的旅游资源为中心的观光产业发展模式。
A country’s national brand plays a decisive role in the tourism industry. The main purpose of this study is to improve South Korea’s competitiveness in the national brand of tourism industry and to develop a relatively scientific and effective international brand management approach. To this end, the present study analyzed Bloomberg’s analysis of the big data of national brand evaluation and analyzed the situation of the tourism industry in South Korea. Finally, this paper proposes to draw lessons from the analysis results of this study. All countries should shift from the traditional mode of development centered on tourism resources to the model of tourism industry focusing on the competitive tourism resources in their respective countries.